If done correctly, your call to action, or CTA, is the piece of your landing page that turns a visitor into someone that helps grow your business. Whether it’s a lead or a customer, your call to action acts as the trigger that tips them over the edge.
Good calls to action are a combination of design, placement and language. If any of these things are off, your conversion rates suffer. We’ve put together some tips on how to design CTAs that convert.
Make your call to action prominent on the page, email or ad. One of the simplest mistakes you can make is burying your CTA among images or other text. If your visitors can’t see the CTA, it won’t influence their decisions.
Apple does this really well in their emails. The CTA is right on the button you would use to buy the product in their emails. They follow a very simple theme of value proposition, call to action and product. No other distractions.
What your call to action looks like is also very important in terms of how your audience will interact with it. Make the text larger, a different color or a different font than other text on the page. Put your call to action close to a button, link or other interactive features of your landing page.
Treehouse does great with their design. Like Apple, they don’t have a lot of distractions, and the call to action is front and center. There are only a couple of choices for you to get started learning. It is obvious what you are supposed to do, which is either get started learning or learn more about their offering.
The words you use in your call to action are very important. This may seem straightforward, but you should consider the mindset of a visitor to your site. For example, Treehouse, in the screenshot above, is selling a teaching service; however, they don’t use the language, “buy now.” Instead, they use “Get Started,” which speaks more to an ongoing process of learning.
Start by using subjects and verbs. Your calls to action should be short sentences, and people should get the gist of what to do right away. Keep the entire thing short. There really isn’t a hard rule on this, but 90 to 150 characters is good.
A good example here is Amazon’s “Click to look inside” CTA. It’s apparent what you can do by clicking, and the CTA is very compelling. Who wouldn’t want to look inside a book they were thinking of buying online?
CTAs are the invisible salespeople online that push surfers into making a purchase decision. They should be short, placed in obvious spots and designed in a way that makes them appealing and easy to find. All other things being equal, a good call to action can help increase conversion rates, which translates to more leads and more sales.
Do you have any tips for writing CTAs that convert? Join the conversation by commenting below.